Sports Report And The National Image Building

The national image is an extremely important intangible asset of one country, which has a direct impact on the performance of foreign policy and success of national interest. Although more scholars and experts began to turn their attention to the relationship between Beijing Olympics and national image building issues, after the Olympic Games, which is been called"post-Olympic era", people do not pay as much attention as that in 2008.The thesis explores the problems of international sport report by researching the sport report of China Daily——the only national English daily paper and finds out that most sports media in China neglect the importance of national image building through international sport reports.From the problems found on sports editions on China Daily, the author studies the reason of the problems: the unbalanced Sports Globalization development and cross-cultural communication. By analyzing the influences on international sport report, the author comes up several suggestions with the hope that the international sport reports can assume the responsibility of creating a healthier and better national image of China.